Vice President, Demand Generation

Vice President, Demand Generation

Let’s be unstoppable together!

At Circana, we are fueled by our passion for continuous learning and growth, we seek and share feedback freely, and we celebrate victories both big and small in an environment that is flexible and accommodating to our work and personal lives. We have a global commitment to diversity, equity, and inclusion as we believe in the undeniable strength that diversity brings to our business, employees, clients, and communities. With us, you can always bring your full self to work. Join our inclusive, committed team to be a challenger, own outcomes, and stay curious together. Circana is proud to be Certified™ by Great Place To Work®. This prestigious award is based entirely on what current employees say about their experience working at Circana.

Learn more at www.circana.com.

What will you be doing?

We are seeking a strategic and results-driven VP, Demand Generation to build and scale a world class demand engine that drives predictable leads, pipeline and revenue growth. This leader will own the end-to-end demand strategy across paid, earned, and owned media, partnering closely with marketing operations.

The ideal candidate will bring a combination of strategic thinking, analytical rigor, and hands-on execution to increase MQLs and optimize revenue. This role will partner closely with Marketing Ops, Brand Activation, Product Marketing, Events, and Content to orchestrate campaigns that align marketing investments with revenue outcomes.

Key Responsibilities:

Demand Strategy & Pipeline Growth

• Develop and execute a comprehensive omnichannel demand gen programs to support specific products in market, to drive MQLs and revenue on a global scale.
• Build scalable programs across paid and organic acquisition, inbound marketing, ABM, events, partnerships and lifecycle marketing.
• Optimize lead flow across the full funnel.
• Leverage knowledge of core paid, earned, and owned platforms (e.g. Demandbase, Google, Wix, Hubspot, etc.) to drive integrated reporting, insights and growth

Performance Marketing

• Manage and scale digital campaign execution across paid search, paid social, display, organic, content syndication, and retargeting.
• Lead optimization efforts across SEO, GEO and AEO and adjusting as both web crawlers and AI bots adjust factors for findability.
• Create a process for measuring and improving conversion rates across all channels.
• Own budget allocation and performance tracking across all channels.
• Implement and optimize Account-Based Marketing (ABM) strategies for target accounts.
• Own funnel reporting and insights and ensure tight alignment between marketing programs and sales pipeline goals.

Lifecycle & Growth Marketing

• Design and optimize customer growth marketing programs including lead nurturing, to drive upsell/cross-sell campaigns, and retention campaigns throughout the customer lifecycle.
• Collaborate with Brand Activation to deliver compelling messaging in market and with Product Marketing to align messaging across the funnel.
• Coach, mentor and lead a high-performing global team across paid, earned and owned media.
• Foster a culture of performance experimentation, data-driven decision making, and continuous optimization.
• Build and maintain relationships with key stakeholders and align on growth strategies and business objectives.
• Manage agency and vendor relationships as needed.

Requirements

• 15+ years of experience in demand generation roles across paid, earned and/or owned media.
• 5+ years managing demand gen team of experts.
• Proven track record of leveraging demand gen programs to drive growth and building scalable programs.
• Deep expertise in paid media, inbound marketing, marketing automation, and ABM.
• Strong analytical skills and experience with attribution and marketing analytics.
• Experience managing multi-million-dollar marketing budgets.
• Exceptional cross-functional leadership and communication skills.

Circana Behaviors

As well as the technical skills, experience and attributes that are required for the role, our shared behaviors sit at the core of our organization. Therefore, we always look for people who can continuously champion these behaviors throughout the business within their day-to-day role:

• Stay Curious: Being hungry to learn and grow, always asking the big questions.
• Seek Clarity: Embracing complexity to create clarity and inspire action.
• Own the Outcome: Being accountable for decisions and taking ownership of our choices.
• Center on the Client: Relentlessly adding value for our customers.
• Be a Challenger: Never complacent, always striving for continuous improvement.
• Champion Inclusivity: Fostering trust in relationships engaging with empathy, respect, and integrity.
• Commit to each other: Contributing to making Circana a great place to work for everyone.

Location

This position can be located in the following area(s): Remote (US)

Prospective candidates may be asked to consent to background checks (in accordance with local legislation and our candidate privacy notice ) Your current employer will not be contacted without your permission.

The below range reflects the range of possible compensation for this role at the time of this posting. We may ultimately pay more or less than the posted range. This range may be modified in the future.  An employee’s position within the salary range will be based on several factors including, but not limited to, relevant education, qualifications, certifications, experience, skills, seniority, geographic location, performance, shift, travel requirements, sales or revenue-based metrics, any collective bargaining agreements, and business or organizational needs. The salary range for this role is $175,000 to $215,000.

This job is also eligible for bonus pay.

We offer a comprehensive package of benefits including [paid time off, medical/dental/vision insurance and 401(k)] to eligible employees.

You can apply for this role through the Circana careers website or Intranet site for internal candidates. This role is subject to AI-assisted screening. Circana uses artificial intelligence (AI) to assess resumes for alignment with job requirements by helping locate details in resumes that relate to the job description.

The anticipated application deadline for this position is approximately 04/20/2026.

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